2009 philly search camp digital asset optimization - videos, photos & podcasts
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Digital Asset Optimization
Optimizing Photos, Videos & Podcasts for
Social & SearchLiana “Li” Evans
SearchCamp Philly – Philadelphia, PAOctober 2009
Twitter: @storyspinner
Liana “Li” Evans
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Digital Asset Optimization
• Content is no longer just TEXT on a page• Universal Search has changed the entire Search space• No longer is a results page just 10 blue links• Videos are now playing a prominent role in results• Podcasts landing pages being listed• Videos playing directly in Google search results• Songs playing directly in Yahoo search results• Photos play a huge role!
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Google’s Search Results
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Yahoo Blended Results
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Images!
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Images!
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So How Do I Optimize Podcasting?Start from the beginning
– Show name • Easy to remember & spell• Secure the domain name (but remember, this doesn’t mean the show
name isn’t taken!)– Episode names
• Title and description for each• Write them before you launch
– Decide whether to transcribe the podcast or just give an abstract the show contents
– Decide how to brand your blog• By show host, name of podcast or content of podcast
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Decisions Before You Start
• Decide your keywords for the show before you start• Decide each episode’s keywords prior to show start• Create your album art:
even for non-musical shows, this helps to brand your show and can also be used with universal search in the future
• Investigate which categories fit your show in services like iTunes, Yahoo! Music, Music Match, etc.
• Don’t rely on tag editors, test them before you use them exclusively, sometimes they don’t edit all the tags
• Decide & write the audio tag information beforehand• Optimize your audio tags for each and every episode
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Optimizing Audio Tags
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Optimizing ID3 Tags
• Title of the Podcast:– Name of the show with the date (mm/dd/yy) and / or name of episode
• Artist:– Host’s Name
• Album:– Name of the podcast
• Year: – Year of podcast release
• Track:– Episode number
• Comments: – List a URL or abstract of show, contact information.
• Genre:– List as Podcast
• Lyrics:– Put your transcripts here!
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File Names
• Each episode should have a unique name• Use hyphens as opposed to underscores or “+” signs• Shorten show name + date or episode number.
– example: spanishpdcst-090807.mp3 – utilizing the date– example: spanishpdcst-ep03.mp3 – utilizing the episode #
• This type of naming scheme assists users and directories when listing them in a particular order
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Optimize Your Show’s Main Page
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Optimize Each Episode Page
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Other Optimization Tips• Optimize the main page for the show• Optimize episode page for each episode• Provide a player for visitors who wish to listen on you page
– If possible, list number of plays• Include file size and play time (length)• Use multiple feeds if you provide multiple feed types (mp3,
wav, etc)• Consider adding a transcript – provides keyword rich content
to the page
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Feed Submission SitesTell the world about your podcast!
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Offer Subscriptions
•Create a feed
•Feedburner works great, give code for each type of chicklet you want
•Validate feed
•Offer different types of subscription services
•Offer subscription via email
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Search Engine Feed Submission
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Use Sitemaps!
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Videos!
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Submit to YouTube & Optimize
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Don’t Limit Yourself to
Just YouTube!
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Utilize TubeMogul
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Image Optimization!• File Name• Alt Attribute• Captions• Text Around Photo• On Sharing Sites:
• Title• Tags• Description• GeoLocation
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Social Sharing – Photo Sharing
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Social Sharing – Photo Sharing
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Social Sharing – Photo Sharing
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Social Sharing – Photo Sharing
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Videos & Images - Local
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Summary & Tips• Build & Optimize landing pages for both the show and
episodes• Optimize the audio file’s ID3 tags• Build & Validate RSS files• Submit feeds to search engines• Submit to multiple video shares• Don’t Limit Yourself to YouTube• Share Your Photos!• Promote, Promote, Promote!
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Contact
Director of Social Media
SerengetiCommunications.com
SocialConversations.comSearchmarketingGurus.com
lianaevans.com
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